Mission Burrito will change it's name after a losing a lawsuit with Mission brand tortillas and chips. Customers were asked to submit ideas via social media with a winner receiving a free burrito every week for a year.

Mission Burrito will change it's name after a losing a lawsuit with...

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A sign posted in the window of the Mission Burritos in Sugar Land, Oct. 31, 2013.

A sign posted in the window of the Mission Burritos in Sugar Land,...

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CONTACT FILED: WENDY JONES
Mission Burritos founder Wendy Jones for Top 20 Movers and Shakers under Age 40 in Houston.

Photo: Steve Campbell, Houston Chronicle

CONTACT FILED: WENDY JONES
Mission Burritos founder Wendy Jones...

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Food from Mission Burritos restaurant. HOUCHRON CAPTION (11/12/1998): TOYS, IN THIS CASE BARBIE AND A SLINKY, SERVE AS CLAIM CHECKS AT MISSION BURRITOS AT THE RICE. THE ESTABLISHMENT'S TORTILLA SOUP IS AMONG THE ITEMS TO BE CLAIMED HERE.

Photo: Bruce Bennett, Special To The Chronicle

Food from Mission Burritos restaurant. HOUCHRON CAPTION...

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Mission Burrito will change it's name after a losing a lawsuit with
Mission brand tortillas and chips. Customers were asked to submit ideas
via social media with a winner receiving a free burrito every week for a
year.

Mission Burrito will change it's name after a losing a lawsuit with...

Image 6 of 13

Mission Burrito will change it's name after a losing a lawsuit with
Mission brand tortillas and chips. Customers were asked to submit ideas
via social media with a winner receiving a free burrito every week for a
year.

Mission Burrito will change it's name after a losing a lawsuit with...

Image 7 of 13

The Mission Burritos location at 1609 Durham is used as an example of branding in a federal lawsuit.

The Mission Burritos location at 1609 Durham is used as an example...

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The Mission Burritos location at 2245 W. Alabama is used as an example of branding in a federal lawsuit.

Like the golden arches of McDonald's, the church tower and bell of Mission Burrito has held a special place in the hearts of Houstonians. Now, those days are numbered as the burrito chain is pushed into a name change.

Mexican Restaurants, parent company of four Mission Burrito locations in the Houston area, lost a trademark-infringement lawsuit in November against Gruma Corp., the maker of Mission-brand tortillas, chips and other food products sold in grocery stores.

The ruling said disclaimers must be placed on all labels, signs, prints, packages, wrappers, advertisements, websites and menus clearly stating that it is not affiliated with Gruma Corp.

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Mexican Restaurants decided that was too far and said it is going ahead with a rebranding.

"We would probably not have done it as soon as this had it not been for the lawsuit," said Mexican Restaurants spokesman Larry L. Harrison. "Since we bought Mission Burrito in 1996, we have always wanted to rebrand, it's like buying a house, you want to make it your own."

The company just closed entries for an online competition to come up suggestions for a new name. The company said 500 entries were submitted and whoever was closest to the name they finally choose will get a free burrito a week for a year.

They wont reveal the choice until it has been thoroughly checked by attorneys to make sure they don't end up in another lawsuit.

So, Texans Burrito, Chewy Burrito, and Burrito Bell are all probably out. As is Diznee Burrito.

The lawsuit also coincided with the shutting down of the Sugar Land location, where a disclaimer was not enough. The judge ruled the chain must stop using the name and brand there altogether.

Mexican Restaurants claimed the closure was purely a busniess decision with Harrison saying, "The restaurant wasn't doing what we thought it should."